Jessi Hoeft, founder of Ensign Beverage, is always brewing up new ways for the business to collaborate with the University of Nebraska–Lincoln.
Ensign Beverage, based in Hastings, has built numerous connections across University of Nebraska–Lincoln departments. From getting an early look at food industry research, to working with the next generation of advertisers and marketers, to supplying star Husker athletes with healthy drinks, Hoeft said she looks forward to continuing to cultivate her business’s relationship with Nebraska’s flagship university.
“It’s really fun to see it grow,” Hoeft said. “It takes a lot of hard work and a team of people that really care. We’re proud to make something in the state of Nebraska for the people in Nebraska.”
Hoeft and her husband, Nathan, started Ensign Beverage’s parent company, No Coast Brewing Company, with Beverage serving as the non-alcoholic arm of the company, and the relationship started when Hoeft participated in programs at the Food Processing Center. Hoeft participated in the Recipe to Reality seminar and NMotion business accelerator program.
“While we had our business started, it gave me a moment to pause and make sure my business plan and my products were what I wanted them to be and make connections throughout the state and throughout the university system,” Hoeft said.
Hoeft also now serves on the advisory board for the Food Processing Center and played a part in launching the fermentation science minor.
Shortly after completing the NMotion program, Hoeft learned that Husker Athletics served kombucha, a fermented tea drink, to athletes.
“I thought that was really progressive of them to be thinking about gut health and promoting getting those probiotics into their system, so I reached out,” Hoeft said. “All those contacts I had made through Recipe to Reality, the Food Processing Center or through the NMotion program I called until I got the name of the guy I should reach out to.”
Ensign Beverage staff met with trainers and nutritionists at Husker Athletics, resulting in their kombucha being on tap at the Training Table. They were able to work with staff to refine special recipes to serve students at the Training Table.
“We developed some very specific blends for the university athletic department,” Hoeft said. “We were making blends that had a little more fruit juice and fruit puree in it, and that allowed it to be a little sweeter for the students, so it was easier for them to drink to get that probiotic into their system. Over the years, we’ve been able to reduce that to get them a lower sugar version.”
The partnership planted the seed for collaborations on flavors with Husker Athletics and 1890 Nebraska, their official NIL collective. Once again, Hoeft reached out to 1890 Nebraska to see if there was a role they could play in the operations.
“It’s really about helping these athletes succeed,” she said.
Hoeft even got feedback directly from the consumer on the kombucha flavor that benefits 1890. She was at an event having a conversation with members of the Husker volleyball team, who gave her their recommendations on what the flavor should be.
“All the girls were like, ‘Cherry!’” Hoeft said. “So it’s Champion’s Cherry Limeade.”
Ensign Beverage also launched a cold brew coffee that benefits 1890 Nebraska and also supplies Husker Athletics with the product. Coffee is preferrable to some alternatives like energy drinks because of the lower caffeine and sugar content, so it was a logical step in the relationship, Hoeft said.
“It’s a really great organization to be partnered with,” she said. “We’re proud of those athletes and what they do…It’s fun to know you’re a very small part of keeping that student healthy.”
Hoeft values the opportunity to provide a Nebraska product to students representing the state of Nebraska. Some Husker athletes have visited their facilities and Hoeft relishes the chance to share their story and show how a fresh product makes it to them in Lincoln.
“We’re making it here in Hastings and we’re transporting it right to them,” Hoeft said. “I think it’s cool they can see where their product is being made and how close it is and how much love and attention we put into it.”
Hoeft also reached out to the Jacht Ad Agency, the university’s student-run agency, for some marketing materials. She learned of the group from an Extension newsletter. They worked together on a campaign centered on Dry January along with other marketing items. Hoeft said she enjoyed watching the students work through the process.
“They were able to develop some graphics, and we’ll use some of those again,” Hoeft said. “It’s something I always reach back and grab. You’re able to do that as long as it’s timeless.”
Hoeft looks forward to growing Ensign Beverage’s relationship with university organizations. She views activity like research at the Food Processing Center as advancing her entire industry.
“I have seen some of the research the University of Nebraska is now doing and they have some really, really exciting stuff they’re working on,” Hoeft said. “And that makes me excited as a business owner but then also as a consumer, knowing what those scientists are working on. Fermentation, while it’s an ancient practice, it’s also very much, I believe, the future of food.”
